ActiveCampaign vs Affinity

by Gralio Mar 06, 2025

ActiveCampaign and Affinity cater to different needs. ActiveCampaign excels in marketing automation and sales processes, while Affinity focuses on relationship management and deal insights. Choose ActiveCampaign for robust marketing tools and broad integrations. Choose Affinity for deep relationship management and specialized financial services features.

At Gralio.ai we help to simplify your decision-making process by offering detailed, side-by-side software comparisons like this one, to help you confidently choose the tool that aligns with your business goals.

This comparison was created by analysing 4998 reviews and 50 websites, saving 1 day, 4 hours, 11 minutes of reading.

Logo of ActiveCampaign
Logo of Affinity

About

ActiveCampaign is a marketing automation platform designed for businesses of all sizes. It helps you create personalized customer journeys across various channels like email, SMS, and ads. You can automate repetitive tasks, track customer behavior, and improve your marketing campaigns with its CRM and sales automation features. ActiveCampaign integrates with over 900 popular business tools and offers a wide range of pre-built templates and automation recipes to streamline your marketing efforts.
Affinity is a CRM system designed for businesses that heavily rely on building and managing relationships, such as financial services and venture capital firms. It automatically gathers data from your emails, calendars, and other sources to provide a complete view of your network. Affinity helps you identify potential deals, manage your interactions, and provides insights to strengthen your relationships, eliminating manual data entry and improving team collaboration. You can use Affinity as your main CRM or integrate it with existing platforms like Salesforce.

Summary

Main difference
ActiveCampaign is a comprehensive marketing automation platform ideal for businesses focused on email marketing, automation, and sales process streamlining. Affinity is a relationship-focused CRM designed for financial services and venture capital firms that prioritize relationship management and deal tracking.

Relative strengths of ActiveCampaign (compared to Affinity)

  • Strong marketing automation capabilities with pre-built templates and workflows.

  • Wide range of integrations with over 900 business tools.

  • Offers various channels for customer engagement like email, SMS, and ads.

Relative weaknesses of ActiveCampaign (compared to Affinity)

  • Limited customization options compared to Affinity.

  • Focus on sales and marketing may not suit relationship-focused businesses.

  • Can be expensive for small businesses, especially in some regions.

Who is using ActiveCampaign and Affinity?

No data
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Who should use ActiveCampaign VS. Affinity

ActiveCampaign is a marketing automation platform ideal for businesses looking to streamline sales and marketing through email, SMS, and CRM. Users love its ease of use and automation capabilities, enabling tasks like personalized email sequences and automated workflows. However, some find the UI glitchy and loading times slow. It integrates with over 900 tools and offers various pre-built templates.

Affinity is a CRM designed for relationship-focused businesses, especially in finance. It automates data capture from emails and calendars, providing a holistic view of your network. Users praise its intuitive interface and relationship insights, while some note limitations in email features and analytics dashboards. Affinity helps identify deals, manage interactions, and strengthen relationships, eliminating manual data entry.

  • Ideal for businesses of all sizes seeking streamlined marketing and sales automation.

  • Suitable for various sectors, including e-commerce, healthcare, finance, and more.

  • Best for medium to large businesses (100+ employees) seeking enhanced relationship management.

  • Ideal for finance, banking, and insurance companies focused on relationship-driven deals.

ActiveCampaign and Affinity features

Supported
Partially supported
Not supported
Type in the name of the feature or in your own words tell us what you need

  • Relationship Insights
    Not supported

    ActiveCampaign does not explicitly offer automatic relationship insights capture within its CRM.

    Supported

    Affinity automatically captures communication data, analyzes it for relationship insights, and integrates with CRMs.

  • Automated CRM Data Updates
    Supported

    ActiveCampaign automates CRM data updates with its automation actions and integrations.

    Supported

    Affinity automates CRM data updates, enhancing efficiency and data accuracy.

  • Deal Management
    Partially supported

    ActiveCampaign supports deal flow tracking and opportunity updates within the CRM and email, but meeting management may require integrations.

    Supported

    Affinity allows tracking deal flow, updating opportunities, and managing meetings within the CRM, browser, or email.

  • Drip Campaigns
    Supported

    ActiveCampaign supports the automation and sending of pre-defined sequences of emails to nurture leads or onboard users with personalized content.

    Not supported

    Affinity does not support automated drip campaigns.

  • Workflow Automation
    Supported

    ActiveCampaign supports workflow automation to automate sales workflows and tasks to reduce manual effort and improve efficiency.

    Supported

    Affinity supports workflow automation through features like Automation Builder, integrations, and automated data inputting, enabling users to automate sales tasks and improve efficiency.

Qualities

  • Value and Pricing Transparency
    -0.28
    Neutral sentiment
    No data
  • Customer Service
    +0.42
    Rather positive sentiment
    +0.33
    Rather positive sentiment
  • Ease of Use
    +0.65
    Rather positive sentiment
    +0.33
    Rather positive sentiment
  • Reliability and Performance
    +0.21
    Neutral sentiment
    No data
  • Ease of Implementation
    +0.21
    Neutral sentiment
    No data
  • Scalability
    +0.12
    Neutral sentiment
    No data

ActiveCampaign and Affinity Pricing

ActiveCampaign offers four main pricing tiers: Starter, Plus, Pro, and Enterprise. Each tier offers a different set of features and contact limits. Add-ons are available to enhance CRM capabilities and add SMS marketing.
Plans

User sentiment

Neutral
-0.28

See full Pricing page

Affinity offers four pricing tiers: Essential, Scale, Advanced, and Enterprise. The Essential plan is designed for smaller teams managing network & deals. The Scale and Advanced plans are for larger teams building and managing multiple funds, while the Enterprise plan is ideal for multiple teams across funds. Contact sales for Enterprise pricing.
Plans

See full Pricing page

ActiveCampaign and Affinity review insights

Users love

  • Easy to use and has all the features I need.
  • Campaigns get tracked and I know what works and what not.
  • Automations are easy to build.
  • My business is working while I am lying on my sofa.
  • Intuitive user interface and ease of use.
  • Seamless integration with Gmail and calendar for automated data capture.
  • Robust relationship management features, including network visualization and introduction pathways.
  • Excellent customer support, praised for responsiveness and helpfulness.

Users dislike

  • The UI can be a bit glitchy.
  • It can be slow to load, I tend to have several browser tabs open to avoid losing time with the pages loading.
  • Prices for Brazil are expensive, there could be regional or student discounts.
  • Support in your own language would be nice.
  • Occasional issues with the Chrome extension requiring frequent logins.
  • Limited flexibility in customizing data structures.
  • The emailing tool lacks features like image uploading.
  • Some users find the analytics dashboards could be more intuitive.

ActiveCampaign and Affinity Ratings

  • G2
    4.5/5
    (2486)
  • Capterra
    4.6/5
    (2388)
  • Glassdoor
    3.6/5
    (444)
  • G2
    4.5/5
    (66)
  • Glassdoor
    3.8/5
    (59)

Company health

Employee growth

4% increase in the last year
3% increase in the last year

Web traffic

11% decrease in the last quarter
15% decrease in the last quarter

Financing

January 2021 - $360M
No data

How do ActiveCampaign's pre-built automation recipes compare to Affinity's automated data capture for deal flow?

ActiveCampaign offers pre-built automation recipes for various marketing tasks, streamlining processes like welcome emails, abandoned cart reminders, and lead nurturing. Affinity, on the other hand, focuses on automated data capture specifically for deal flow, automatically logging interactions from emails, calendars, and other sources to provide a holistic view of a network. While ActiveCampaign excels in broader marketing automation, Affinity specializes in relationship-centric data aggregation for deal management.

Which product better supports marketing automation across diverse channels like email and SMS for broader reach?

ActiveCampaign better supports marketing automation across diverse channels. It explicitly offers email and SMS marketing automation features, along with pre-built templates and automation recipes to streamline marketing efforts. While Affinity is a strong CRM for relationship management and deal tracking, its focus is not primarily on marketing automation across multiple channels like email and SMS.

What are the advantages of ActiveCampaign?

ActiveCampaign offers broader marketing automation capabilities beyond CRM, including email marketing, SMS marketing, and automation across multiple channels. It also boasts a larger library of pre-built integrations (900+) compared to Affinity, making it more versatile for businesses seeking diverse connectivity with existing tools. Finally, ActiveCampaign targets a wider range of industries and business sizes, suggesting greater flexibility for different organizational needs.

What are the disadvantages of ActiveCampaign?

ActiveCampaign users have reported occasional glitches and slow loading times in the UI. Some users have also noted the lack of region-specific pricing or discounts, as well as the absence of multilingual support.

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Page co-authored by
MK
Michal Kaczor
CEO at Gralio

Michal has worked at startups for many years and writes about topics relating to software selection and IT management. As a former consultant for Bain, a business advisory company, he also knows how to understand needs of any business and find solutions to its problems.

TT
Tymon Terlikiewicz
CTO at Gralio

Tymon is a seasoned CTO who loves finding the perfect tools for any task. He recently headed up the tech department at Batmaid, a well-known Swiss company, where he managed about 60 software purchases, including CX, HR, Payroll, Marketing automation and various developer tools.

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